I have been researching how sales has evolved, and it’s clear that simply making cold calls does not work anymore. People are online, researching and we have got to be there. This is where social selling enters the picture. It’s not about being in your face; it’s about forming real connections and helpfulness. I wanted to deconstruct what social selling really is, why it works like gangbusters and how to do it properly, so we can all get better at meeting people and making sales.
Key Takeaways
- Social selling is the art of using social media to form relationships with potential customers rather than simply bombarding them with sales pitches.
- It works for the simple reason that before they buy, buyers are online searching and seeking credible sources.
- Social selling can occur on platforms like LinkedIn, Twitter/X, Facebook, Instagram, TikTok and YouTube.
- By monitoring metrics, you can see what’s working and where to polish up your social selling efforts.
- Succeeding also means not falling into common pitfalls, such as being overly promotional or inconsistent.
What Is Social Selling? (Definition + Example)
So what is social selling? I kind of think of it as using social media not just to post out content, but actually to make connections and meet people who could be interested in what I have to offer. It’s less about screaming into the void and more about actually having conversations. And instead of simply waiting for someone to wander into my (virtual) store, I’m outside, online, and meeting people where they are.
Think about it. Transaction has long been social, hasn’t it? We used to talk with neighbors, beg friends for recommendations. Nowadays, we do a lot of that online. We read reviews, we watch what people are saying on social media and that plays a role in how we make decisions. Social selling simply leverages that as our natural human inclination, transferred to business.
It’s about courting potential customers before they even know they want something. They can be on a first name basis with me and I can give helpful insight, participate in discussions, and just generally be a useful person. This builds trust. When they’re finally in the market to purchase, they’ll remember me because we’ve already connected.
Here’s what I figure that kind of thing might look like:
- Finding People: I leverage my social platforms to find people or companies that may be a good fit for what I do. This is not a matter of random mass outreach; it’s one of pinpoint connection.
- Building Connections: I consume their content, comment and join in conversation when appropriate. The aim is to be the friendly face and resource, not another salesperson.
- Nurturing Relationships: What I mean by that, I am sending some good reads, answering some questions and just all around being of value without trying to sell you every time. This builds a natural rapport and makes me a person who knows what they need.
- Making the Sale: When the timing is right, and they are looking for a solution, having that rapport built means when you talk to them about a potential purchase it will feel natural and not forced.
For instance, pretend I sell project management software. I can join LinkedIn groups where those project managers hang out instead of just running ads. (read about common project obstacles) and maybe even share a case study of how a similar company had addressed the problem. Perhaps they will read one of my post, find it useful, and come back the next time they realize their current solution isn’t cutting it. That’s social selling at work – it’s about being useful and gaining trust before you do anything else.
Social Selling Platforms (Where It Happens Most)
So, where does all this social “selling” really happen? It’s not a place, one place, it’s really these important places where I think I can be in relationship with people. Think of it as the different rooms in your house each is good for a different type of activity.
LinkedIn for Social Selling
This one is pretty much everyone’s go-to for business-to-business (B2B) sales, and I mean a TON. LinkedIn users are typically there for work-related purposes to solve problems at work, or to advance their careers. That means many may be receptive to hearing about solutions. I can find a person, or people with whom they are connected, listen to what they’re talking about and share content I think might actually help them. It has less of a creepy effect on people who are professional because everybody is kind of in a professional frame of mind.
Twitter/X: Engaging Through Conversations
It’s Twitter, or X as it is known now, with a little bit more velocity. It’s a boon for diving into conversations in real time. If there’s a trending topic that comes up in my industry or if somebody has a question that I feel like I can really add to the conversation, then okay I’ll jump in. It’s less your digital profile and more real-time expression. I like it for quick tips, sharing articles and just being part of the industry chatter. It’s a good place to show I’m here and so-and-so is happening and I am aware of it.
Facebook & Instagram for B2C and Personal Brands
If I’m going direct to customers (B2C) and building a personal brand, it will be Facebook and Instagram. Facebook has options like Facebook Shops, which in essence are online storefronts on the platform. People can scroll, save things and I can see what they’re into,” Ms Eastwood said. “Instagram is very visual so that works well when showing off products or services in use. “And of course, the entire influencer (marketing) thing is SO BIG here collaborating with creators can give your brand visibility to like, some new eyes. It feels more relaxed, and that is often what B2C buyers want.
TikTok and YouTube: The New Wave of Selling
They are newer players in the social selling game for sure, but I’m seeing more and more potential. TikTok is built on short, addictive videos. If I can put something fun and kind of learn-y that solves a quick problem, or teaches people how to use a product but in a cool way, then it can get quite a bit traction. YouTube is best when it comes to longer-form content — like tutorials, deep product demos or Q&A sessions. People are there to answer something or go through a process of searching for it, so if I can give them that, it’s a great way to build trust and authority. It’s selling of a different sort, more about educating and entertaining.
Social Selling Metrics to Track Success
So, you’ve been working hard at social selling, but are you getting any better? Posting and hoping for the best isn’t gonna cut it. I have found that tracking a handful of key metrics has really helped me to understand what works and what does not. It’s like looking at the dashboard on your car you need to know if you’re going in the right direction.
Here are a few of the things I’m looking for:
- Engagement Rate: This is one of those ones that I care about a lot. I see likes, comments and shares on the stuff that I’m producing. When people are talking to each other, it means I’m putting out stuff that’s interesting or helpful for them. A high engagement along these lines generally signals that I’m going in the right direction with my content strategy.
- Lead Generation: At the end of it, social selling is all about discovery and finding potential customers. I measure how many new leads I receive directly from social media interactions, or content. It might be someone commenting on a post, or a lead from an online connection I made.
- Connection Growth: It’s not the only measurement but watching and tracking my followers count and new connection is a big deal. It indicates that my network is building, and I’m reaching new people. But it’s not just quantity I care about; I like to follow people who are actually relevant to my work.
- Website Traffic/Conversions: I occasionally share link to blog posts or product pages. I want to know whether those links are actually sending people to my company’s website, and even better, if those visitors take some desired action like signing up for a demo or buying something. This demonstrates a connection between my social activity and what we do as a business.
Taking in those numbers keeps me adjusting my game plan. If one type of post is getting tons of likes but no leads, maybe I need to tweak the call to action. If I’m making a lot of new connections, but not having much engagement yet, maybe I need to be more proactive about starting those conversations. It’s all about how do we use the data to improve.”
Common Social Selling Mistakes to Avoid
I was in a trail-and-error social selling experimenting mode when I first began. To be honest, at times I really felt like I was just fumbling in the dark. It’s a recipe for disaster, and yet easy to fall into when trying to forge authentic connections across the internet. There are a few things I learned the hard way that you should definitely avoid:
- Making Your Profile Look Like a Ghost Town or a Sales Pitch: Your profile is the first thing people see, right? If it’s blank, or worse, if it looks like a billboard for your product, people will simply scroll past. I learned to make mine appear professional but also like a real person. I threw in a nice photo, a straightforward about what I do and even a bit about my hobbies. It makes me appear more accessible, not just some sales bot.
- Being Too Pushy, Too Soon: This is a big no-no. Feeling pushed into a corner is something no one appreciates. I used to just go right into pitching and it never seemed to work. Now I make a point of liking and commenting on people’s posts in advance. I sometimes provide suggestions or pass along interesting articles. It’s about building trust. It’s only if it feels organic and I really believe that I can be useful that I’ll mention what I do. It’s more like extending a hand than attempting to make a sale.
- Sounding Like a Robot: I got this one a lot when I was trying to speak faster. Something just reposting some shit instead of actually thinking about or having my own thoughts. Yeah, so that’s what makes you look like a bot. I was forced to pause and tangle with the stuff in this book.” Reading posts and commenting on them — writing to respond, expressing your own addendum about some detail or nuance of what the author has written: this is what makes it feel human. Social selling is about people – not broadcasting messages.
- Ignoring Your Marketing Team: Unfortunately, this was a mistake that I wasn’t aware of for quite some time. Social selling and marketing should go hand in hand. If marketing releases awesome content or runs an ad, I should share that and add my spin. They can also supply me with graphics or approved text to make my posts look good and match others. When we agree, my reach is way bigger.”
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Frequently Asked Questions
What exactly is social selling?
Think of social selling as using social media, like LinkedIn or Twitter, to build relationships with people who might buy from you. Instead of just trying to sell them something right away, I focus on connecting, sharing helpful info, and being a friendly face online. It’s like making friends before you ask them to buy.
Why is social selling better than just calling people?
Honestly, cold calls can feel pretty annoying, right? Most people ignore them. Social selling is different because I build trust over time by sharing useful stuff and joining conversations. It feels way more natural, and people are more likely to listen when they already know and trust me.
Does social selling actually help me sell more?
Yes, it really does! Studies show that people who use social selling often hit their sales goals more than those who don’t. When I build relationships and show I know my stuff, people think of me first when they’re ready to buy. It’s a proven way to boost sales.
Which social media platforms are best for social selling?
LinkedIn is a big one, especially for business-to-business sales, because it’s all about professional connections. But I can also use Twitter (X) for quick chats, Facebook and Instagram for reaching everyday customers, and even TikTok or YouTube to share videos and connect in new ways.
Is social selling just for B2B companies?
Not at all! While it started strong in business-to-business sales, I see it working really well for businesses selling directly to customers (B2C) and for people building their own personal brand too. It’s all about building genuine connections, no matter who you’re trying to reach.
What’s the main goal of social selling?
My main goal is to become a helpful resource and build real connections. I want people to see me as someone they can trust and learn from. When they eventually need what I offer, I’ll be the first person they think of because we’ve already built that relationship.